Quantum of Solace, the new James Bond movie, was launched Wednesday evening in London at a celebrity-studded world premiere, attended by Britain's royal princes, William and Harry, dpa reported.
Huge crowds turned out to cheer 007 actor Daniel Craig and Ukrainian-born Bond girl Olga Kurylenko, wearing a dramatic red dress.
Asked why the premiere should be held in London, the 40-year-old Craig said: "Bond is as British as it could be."
Named after a short story by Bond creator Ian Fleming, Quantum Of Solace is said to have cost 141 million pounds (230 million dollars) to make.
The film, the 22nd in the Bond series, goes on general release Friday in Britain on Friday and on November 14 in the US.